The Beginning
My journey into the beauty industry began with a hunger for artistry and self-expression, leading me to find a way to help others while immersing myself in creative endeavors. I was raised by a ‘MaryKay Lady’, my mother Rhonda, who sparked my interest in self-care from a young age. Right after high school, I attended and graduated from Palomar Institute of Cosmetology, becoming a CA Licensed Esthetician and simultaneously passing my A.B.O.C. exam to become a Licensed Optician. I’ve always loved everything about eyes and how makeup and glasses were exciting ways to enhance that feature on people’s faces and experiment with self-expression. Before venturing into entrepreneurship, I spent several years as a regional manager for a nationwide chain of art supply retailers. This role sharpened my business acumen and nurtured my love for creativity and customer service.
Routine Beauty was born out of a desire to merge my expertise in skin and eye care with my managerial experience and instincts. I wanted to build a brand that offered more than just beauty products and services—I wanted to create interactions that inspire people to reframe their self-care routines and gain a new understanding of the “why” behind it.
On my journey, I discovered the art of lashes—a new way to enhance the eyes beyond strip lashes and eyeliner. The craft deeply satisfies my love for detailed, meticulous art that requires precision. It’s also an ideal way to connect with individuals who prioritize regular self-care. Over the past five years, I’ve honed my skills as a lash artist, ensuring I provide you with a perfect blend of natural but noticeable results, no matter the service you choose. At the Routine Beauty studio in Mission Hills, you’ll discover a curated selection of products along with my specialization in luxury lash extensions, lifts, and more—all designed to be stunning and comfortable.
My background in retail taught me the importance of understanding customer needs and the power of a personal touch. I love being flexible and responsive to my clients, always striving to exceed their expectations. What sets Routine Beauty apart is my commitment to personalized service and genuine care.
My mission is to deliver products and services that enhance your confidence and seamlessly integrate into your lifestyle. As a neuro-diverse person with ADHD, I know the challenges of habit formation. I see great value in getting down to basics and simplifying routines. That doesn’t necessarily mean I condone a 3-in-1 shampoo/conditioner/body wash, but I do believe in understanding the scientific function of our products. What is soap doing on a molecular level? What makes it work best? And what’s really required? These are questions I aim to answer with my line of personal care for the anti-consumer who still wants to look and feel good. Soon, I’ll be making custom formulas you’ll love using.
I’m extremely proud of bringing my vision to life and creating a welcoming, comfortable space in San Diego. Everyone tells me it’s gorgeous, and I love sharing it while offering you a period of relaxation and self-care during your lash treatments. Our time together is special, and I love being a part of your routines. Most of all, I am proud of the bonds I have built in my community. Many clients have been with me from the beginning, and their continued trust and support is a testament to the quality of my skills. Seeing my clients leave my studio to tackle their dreams and succeed while feeling confident and beautiful is incredibly rewarding.
To potential clients and followers, Routine Beauty is more than just skincare and beauty services; it’s a place where you are valued and treated with the same care as a beloved neighbor. At Routine Beauty, I celebrate diversity in all its forms, standing firm in solidarity with the LGBTQIA+ community and advocating for the rights and dignity of BIPOC, Indigenous peoples, and all marginalized communities. Routine Beauty also provides free harm reduction supplies and training in partnership with anewpath.org